> For the complete documentation index, see [llms.txt](https://docs.ideamarket.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.ideamarket.io/philosophy/the-trust-earning-business.md).

# Journalism must become the trust-earning business

Most journalists think they’re in the fact-presenting business.

They’re not.

They’re in the trust-earning business.

The actions required for earning trust are very different from the actions required for presenting facts.

Trying to earn trust by "presenting facts" is like trying to woo a girl by submitting your resume.

> *“Okay, you’ve got all these credentials, but who cares? Do you really have my best interests at heart? Are you going to stand up for me against the powerful?”*

Most fundamental of all:

> **“*****Are you even listening to me?”***

These are the kinds of questions journalists must answer through their work.

And they must show, not tell.

Did you see this ad on Twitter?

![](/files/-MSZPH2hKItrW8rDmk_Z)

This ad says

> *“Hey baby yeah, I’m totally listening to you.” \*puts in AirPods\**

When journalists stop listening to the population they claim to serve, the population stops listening to them.

And what good are facts when no one is listening?

See — Trust is fundamental. Not facts.

**Trust requires at least two things:**

1. **Being usefully right as much as possible**
2. **Listening honestly to opposition and earning their respect**

Everyone claims to be doing #1.

“My facts are real!”

“No, MY facts are real!”

But since nobody is doing #2, it’s impossible to tell whose facts are “real” and whose will crumble when they finally receive their opposition honestly.

The public thus *defaults* *to the most personally convenient, emotionally satisfying narrative.*

**Everyone has their own facts, because nobody has everyone’s trust.**

When journalists compete over facts, they think they’re Fighting For The Truth. With a mandate like that, no wonder it’s an endless morass of futile crusades!

Competing over trust is a much humbler endeavor — one that’s measured in *who’s actually listening to you.*

Joe Rogan’s winning that battle — his audience is bigger than CNN’s. I suspect it’s because he genuinely listens to everyone: Elon Musk, Alex Jones, Bernie Sanders.

**Trust must become the thing journalists compete over.**

**Ideamarket creates a new business model for journalism — one that rewards trust above all.**